Perfecting the smartphone experience: littlevoice’s role in Leica’s Leitz phone series

What we did

Android customisation

Android customisation

UX strategy

When Leica Camera AG, a globally renowned camera manufacturer, decided to venture into the competitive smartphone market with the Leitz Phone, they faced a monumental challenge. How could they extend Leica’s photographic legacy into a seamless smartphone experience while collaborating with multiple partners, including Sharp and Android?

Julian Burczyk
Head of Product Management Mobile at Leica

For Julian Burczyk the stakes were high ↓

The UX/UI is, alongside the industrial design, one of the first things the customer experiences when they open the box. It had to be perfect,” he shared. Leica turned to Littlevoice, a trusted partner with deep expertise in UX/UI and a nuanced understanding of photography.

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The challenge: marrying photography with smartphone UX

Leica’s vision was clear: to create a smartphone that upheld its premium photographic heritage while integrating seamlessly into Sharp’s hardware and the Android ecosystem. Achieving this meant designing a user interface that embodied Leica’s brand values while navigating the complexities of Android’s ever-evolving operating system.

For Julian, the challenge wasn’t just technical—it was about creating a user experience that resonated deeply with photographers.

littlevoice wasn’t just tasked with implementing UI/UX; they were part of the entire conceptual journey—from designing icons and widgets to crafting the software concept itself.

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Julian said,

They didn’t just deliver what was asked—they brought their own ideas to the table. Their input was invaluable.

The solution: expertise meets collaboration

From the first generation of the Leitz Phone to its current third iteration, littlevoice played a pivotal role. Working closely with Leica and Sharp, they provided end-to-end support, ensuring every design element reflected Leica’s premium brand.

  1. Collaborative conceptualisation:

littlevoice helped define the phone’s software concept, contributing ideas on features and improvements that went beyond standard design implementation.

  1. Deep integration with photography:

  1. Adapting to complex ecosystems:

  1. Seamless UX/UI delivery:

From designing intuitive icons to creating photography-focused widgets, littlevoice ensured that every element aligned with Leica’s aesthetic and functional goals. Their expertise in Android systems, spanning versions from 11 to 14, allowed them to overcome roadblocks quickly.

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The impact:
a premium Leica experience

littlevoice’s work delivered far-reaching benefits, transforming the Leitz Phone into a standout product in the premium smartphone market:

An authentic Leica experience: The phone’s UX/UI embodied Leica’s photographic legacy, providing users with an interface that felt intuitive and authentic.

Streamlined development: littlevoice’s proactive approach and deep expertise accelerated the development process.

Julian shared,

Their experience in operating systems and design layers helped us avoid roadblocks and improve features beyond expectations

Enhanced collaboration: By acting as a bridge between Leica and Sharp, littlevoice ensured smooth communication and efficient problem-solving.

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Conclusion: a perfect partnership for Innovation

For Julian, littlevoice was more than just a service provider—they were an integral partner in Leica’s ambitious smartphone journey. “They exceeded our expectations, not just in design but in their understanding of photography and user experience. For this project, they were the perfect partner.”